企业品牌授权(Corporate Brand Licensing by Allan Feldman-LMCA).pdfVIP

CORPORATE AND BRAND LICENSING By Allan Feldman With contributions from Yizan He, Alan Kravetz and Hal Worsham Introduction Products using licensed brands registered global sales of $149.77 billion last year. The top 100 companies generated more than $125 billion in sales of licensed products. More and more executive committees and boards of directors discuss licensing in their strategic planning meetings and more and more private investment firms consider licensing their portfolio companies’ trademarks. Licensing is continuing to be elevated. From its humble beginnings, brand licensing is evolving into a big and a serious business. Not long ago brand licensing was largely a sidekick function of promotional activity, hidden in the back rooms of marketing departments. Many licensed products were give-away freebies. How things have changed! Today you can don licensed Caterpillar® work boots and cut your lawn with a licensed Scotts® lawn tractor. Reward yourself with a fresh cup of coffee from a Melitta® licensed coffeemaker, take your Jeep® branded bike to the store to pick up your new Kodak® eyeglasses. Survey your property anew and call over the licensed Sears® contractor to fix your roof. Negotiate with your son to clean-out your sink and toilet drains with licensed Roto- Rooter® drain cleaning chemicals and then take your Eddie Bauer® SUV over to Sothebys Real Estate® and have them sell your house. Catch up on the news on your new Westinghouse® HDTV, fly licensed United Express Airlines® into the big city, have your hair cut at the Armani® hair stylist, and spend the night at Armanis licensed nightclub! The truth is, consumers are increasingly surrounded by licensed brands without even knowing about it. The deals are better engineered, the licensed products and services have higher quality and function, and products have better affinity with the brands. With the “flattening” of the world, more and more brand own